How online events can improve brand profiles

Online events have been around for years, but with the data analysis capabilities now available, events are getting a second wind. Capturing and analyzing event data can help brands create better overall online experiences. Here's how:

"[Online events offer] the benefits of an event at a fraction of the cost - from a lead gen and qualification process, the benefit of an event is that it generates a lot of excitement at a specific point in time. If you are interested in the content, you will have to act quickly to be a part of it. If you are motivated to deepen your relationship with an organization, an event can be the catalyst. With an online event your costs are only the technology needed to host it and the time spent in preparation," said Matthew Wainwright, Marketing Director, Attend.

During events, organizers can mine attendee data for lead generation, but may also obtain details about marketing preferences, field of work and other helpful demographics; that data can then be graphed and used to create more advanced targeting post-event.

"By gathering data about attendees prior to the event, organizers can make educated guesses as to which sessions will be most popular and plan accordingly. Perform more advanced factor analysis to sort attendees into groups based on their interests and use that information for laying out the schedule. This data may tell marketers a significant number of guests work in marketing. With this information, make sure that a few extra sessions relate to marketing, and prevent those events from overlapping with one another," said Wainwright. "Post event surveys are invaluable sources of data for an event marketer, as they provide information that can be applied to future events. Using their feedback will ensure a greater event and higher customer satisfaction. It's also useful to look at where your guests came from once the event wraps up."

However, attendees can 'walk away' mid-event and the developers may not know about it. Which makes the content created for events incredibly important.

More from Matthew and Attend later this week, including his tips for creating a better online event.